1. Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides
Marketing Research
Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation Slides

2. Chapter Eleven
Attitude Measurement

3. Attitude Measurement
Majority of questions in marketing research are designed to measure attitudes
Attitudes include
Information possessed
Feelings of like and/or dislike
Intentions to behave
Management wants to understand and influence behavior
Marketing Research 7th Edition
Aaker, Kumar, Day

4. Reasons for Measuring Attitudes
Attitudes lead to behavior
More feasible to ask questions on attitudes than to observe and interpret behavior
Large capacity for diagnosis and explanation
Learn which features of a new product concept are acceptable or unacceptable
Measure the perceived strengths and weaknesses of competitive alternatives
Marketing Research 7th Edition
Aaker, Kumar, Day

5. What Are Attitudes?
Mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it
Marketing Research 7th Edition
Aaker, Kumar, Day

6. Components of Attitude
Cognitive or Knowledge Component
Represents a person’s information about an object
Awareness of existence on the object
Beliefs about the characteristics or attributes of the object
Judgments about the relative importance of each of the attributes
Marketing Research 7th Edition
Aaker, Kumar, Day

7. Components of Attitude (Cont.)
Affective or Liking Component
Summarizes a person’s overall feelings toward an object, situation, or person
On a scale of like-dislike or favorable-unfavorable
When there are several alternatives, liking is expressed in terms of preference
Measured by asking which alternative is “most preferred” or “first choice,” which is the “second choice,” and so on
Marketing Research 7th Edition
Aaker, Kumar, Day

8. Components of Attitude (Cont.)
Intention or Action Component
Refers to a person’s expectations of future behavior toward an object
Intentions are usually limited to a distinct time period that depends on buying habits and planning horizons
Advantage
Incorporates information about a respondent’s ability or willingness to pay for the object, or other taken action
Marketing Research 7th Edition
Aaker, Kumar, Day

9. Measurement and Scaling
Standardized process of assigning numbers or other symbols to certain characteristics of objects of interests according to pre-specified rules
Characteristics for Standardization
One-to-one correspondence between the symbol and the characteristic in the object that is being measured
Rules for assignment should be invariant over time and the objects being measured
Marketing Research 7th Edition
Aaker, Kumar, Day

10. Measurement and Scaling (Contd.)
Process of creating a continuum on which objects are located according to the amount of the measured characteristic that the object possesses
Marketing Research 7th Edition
Aaker, Kumar, Day

11. Measurement Scales Nominal Scale
Objects are assigned to mutually exclusive, labeled categories
No necessary relationships among categories
No ordering or spacing are implied
Only possible arithmetic operation is a count of each category
Marketing Research 7th Edition
Aaker, Kumar, Day

12. Measurement Scales (Contd.)
Ordinal Scale
Rank objects or arrange them in order by some common variable
Does each object have more or less of a variable than some other object?
Does not provide information on how much difference between objects
Arithmetic operations are limited to statistics such as median or mode
Marketing Research 7th Edition
Aaker, Kumar, Day

13. Measurement Scales (Contd.)
Interval Scale
Numbers are assigned to objects that represent categories, rank orders, as well as how much the object is preferred on the attribute being measured
Differences can be compared
Entire range of statistical operations can be employed
Marketing Research 7th Edition
Aaker, Kumar, Day

14. Measurement Scales (Contd.)
Ratio Scale
Type of interval scale with meaningful zero point
Possible to say how many times greater or smaller one object is than another
Magnitude scaling of attitudes has been calibrated through numeric estimation
Marketing Research 7th Edition
Aaker, Kumar, Day

15. Attitude Rating Scales
Present a respondent with a continuum of numbered categories that represent the range of possible attitude adjustments
Single item or multiple item scales
Marketing Research 7th Edition
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16. Classification of Attitude Scales
Multi-Item Scales
Single-Item Scales
Continuous Scales
Itemized Category Scales
Comparative Scales
Semantic Differential Scale
Associative Scales
Q-sort Scales
Paired Comparison Scales
Rank Order Scales
Constant Sum Scales
Pictorial Scales
Likert Scales
Thurstone Scales
Stapel Scales
Marketing Research 7th Edition
Aaker, Kumar, Day

17. Single Item Scales Only have one item to measure a construct
Itemized-category scale most widely used by marketing researchers
Other single item scales
Comparative
Rank-order
Q-sort
Pictorial
Constant sum
Marketing Research 7th Edition
Aaker, Kumar, Day

18. Single Item Scales (Contd.)
Itemized-category Scales
Scales in which the respondent selects from a limited number of categories
Comparative Scale
A judgment comparing one object, concept, or person against one another
Marketing Research 7th Edition
Aaker, Kumar, Day

19. Single Item Scales (Contd.)
Rank-order Scales
Scale in which the respondent compares one item with another or a group of items against each other and ranks them
Q-sort Scaling
Respondents sort comparative characteristics into normally distributed groups
Ten or more groups increases accuracy of results
Marketing Research 7th Edition
Aaker, Kumar, Day

20. Single Item Scales (Contd.)
Constant-sum scale
Respondents allocate a fixed number of rating points among serial objects to reflect relative preference
Pictorial scales
Various categories of the scale are depicted pictorially
Thermometer Scale
Funny faces scale
Format must be comprehensible to respond and allow accurate response
Marketing Research 7th Edition
Aaker, Kumar, Day

21. Single Item Scales (Contd.)
Paired-Comparison Scales
The brands to be rated are presented two at a time, so each brand in the category was compared once to every other brand
Brands are rated on a given 10 pts. that are then divided between the two brands
Advantages
Performs well on the criteria
Limitations
Cumbersome to administer
Frame of reference is always the other brand being tested; these brands may change over time
Marketing Research 7th Edition
Aaker, Kumar, Day

22. Designing Single Item Scales
Number of Scale Categories
Types of Poles Used in the Scale
Strength of the Anchors
Labeling of the Categories
Balance of a Scale
Marketing Research 7th Edition
Aaker, Kumar, Day

23. Multiple-item Scales
Developed to measure a sample of beliefs toward the attitude objects and combine the set of answers into an average score
Marketing Research 7th Edition
Aaker, Kumar, Day

24. Multiple-item Scales (Contd.)
Likert Scale
Requires respondent to indicate degree of agreement or disagreement with a variety of statements related to the attitude object
Summated Scale
Scores on individual items are summed to give total score for respondents
Likert Scale Is Uni-dimensional
Marketing Research 7th Edition
Aaker, Kumar, Day

25. Multiple-item Scales (Contd.)
Thurstone Scales
Also known as the method of equal-appearing intervals; objective is to obtain a unidimensional scale with interval properties
Step 1:
Generate a large number of statements or adjectives reflecting all degrees of favorableness toward the attitude of objects
Step 2:
A group of judges is given this set of items and asked to classify them according to their degree of favorableness or unfavorableness
Marketing Research 7th Edition
Aaker, Kumar, Day

26. Multiple-item Scales (Contd.)
Thurstone Scales (Cont.)
Advantages
Easy to administer
Requires minimum instructions
Limitations
Time consuming
Expensive to construct
Not as much diagnostic value as a Likert scale
Values depend on the attitudes of the original judges
Marketing Research 7th Edition
Aaker, Kumar, Day

27. Multiple-item Scales (Contd.)
Semantic-differential Scale
Respondents rate each attribute object on a number of five or seven-point rating scales bounded by polar adjectives or phrases
With bipolar scale, the midpoint is a neutral point
Marketing Research 7th Edition
Aaker, Kumar, Day

28. Characteristics of Semantic Differential
Scales in Semantic Marketing Applications:
Pairs of objects or phrases must be meaningful in market being studied and often correspond to product/service attributes
Avoid "halo" effect by placing negative pole on either side
Category increments are treated as interval scales so group mean values can be computed for each object on each scale
May also be analyzed as a summated rating scale
Marketing Research 7th Edition
Aaker, Kumar, Day

29. Characteristics of Semantic Differential (Contd.)
Profile Analysis
Application of semantic differential scale
Plot mean ratings of each object on each scale for visual comparison
Overall comparison of brands hard to grasp with many brands and attributes
Not all attributes are independent
Marketing Research 7th Edition
Aaker, Kumar, Day

30. Multiple-item Scales (Contd.)
Stapel Scales
Uses one pole rather than two opposite poles
Respondents select a numerical response category
High positive score reflects good fit between adjective and object
Easy to administer and construct
No need to assure bipolarity
Marketing Research 7th Edition
Aaker, Kumar, Day

31. Multiple-item Scales (Contd.)
Associative Scaling
Most effective for markets where respondent is knowledgeable only about a small subset of a large number of choices
Appropriate to choice situations that involve a sequential decision process
Best suited to market tracking where the emphasis is on understanding shifts in relative competitive positions
Marketing Research 7th Edition
Aaker, Kumar, Day

32. Multiple-item Scales (Contd.)
Continuous Rating Scales
Respondents rate objects by placing a mark at appropriate position on a line running from one extreme of the criterion variable to the other
Values can be interpreted as interval or ratio scaled data
It is easy to construct
Scoring is cumbersome and unreliable
Marketing Research 7th Edition
Aaker, Kumar, Day

33. General Guidelines For Developing A Multiple-Item Scale
Determine clearly what you are going to measure
Generate as many items as possible
Ask experts in the field to evaluate the initial pool of items
Determine the type of attitudinal scale to be used
Marketing Research 7th Edition
Aaker, Kumar, Day

34. Include some items that will help in the validation of the scale
Administer the items to an initial sample
Evaluate and refine the items
Finally, optimize the scale length
Marketing Research 7th Edition
Aaker, Kumar, Day

35. Choosing An Attitudinal Scale
Problems in choosing
There are many different techniques, each with its own strengths and weaknesses
Virtually any technique can be adapted to the measurement of any one of the attitude components
Researchers choice shaped by:
The specific information required
Adabtability of the scale to the data collection method and budget constraints
Compatibility of the scale with the structure of the respondent’s attitude
Marketing Research 7th Edition
Aaker, Kumar, Day

36. Accuracy of Attitude Measurements
Validity
An attitude measure has validity if it measures what it is supposed to measure
Face Validity
The extent to which the content of a measurement scale appears to tap all relevant facets of the construct
Criterion Validity
Based on empirical evidence that the attitude measure correlates with other “criterion” variables
Marketing Research 7th Edition
Aaker, Kumar, Day

37. Accuracy of Attitude Measurements (Cont.)
Concurrent validity
Two variables are measured at the same time
Predictive validity
The attitude measure can predict some future event
Convergent validity
A form of construct validity that represents the association between the measured construct and measures of other constructs with which the construct is related on theoretical grounds
Marketing Research 7th Edition
Aaker, Kumar, Day

38. Accuracy of Attitude Measurements (Cont.)
Discriminant validity
A form of construct validity that represents the extent to which the measured construct is not associated with which the construct is related on theoretical grounds
Construct Validity
A scale evaluation criterion that relates to the underlying question "what is the nature of the underlying variable or construct measured by the scale?"
Marketing Research 7th Edition
Aaker, Kumar, Day

39. Accuracy of Attitude Measurements (Contd.)
Reliability
The consistency with which the measure produces the same results with the same or comparable population
Sensitivity
Extent to which ratings provided by a scale are able to discriminate between the respondents who differ with respect to the construct being measured
Marketing Research 7th Edition
Aaker, Kumar, Day

40. Accuracy of Attitude Measurements (Contd.)
Generalizability
Refers to the ease of scale administration and interpretation in different research settings and situations
Relevancy
Relevance = reliability * validity
Marketing Research 7th Edition
Aaker, Kumar, Day

41. Scales in Cross-national Research
Responses Can Be Affected by:
Low literacy and educational levels
Culture in a country
Semantic differential scale is closest to pan cultural scale
Adapting response formats, particularly their calibration, for specific countries and cultures
Marketing Research 7th Edition
Aaker, Kumar, Day